Northern Spire Communications Strategy Development and Implementation

The focus of the communications activity was to transform scepticism about the project into pride in the city’s achievements and positioning Sunderland as a successful and dynamic city. The activity had a strong focus on community engagement and positive key messages to engage stakeholders.

This communications activity was at the heart of the successful delivery of the scheme which is now viewed by local people as a huge source of pride and a symbol of the city’s aspirations.

This was developed through extensive, open and transparent media and public engagement throughout the lifetime of the project. National media relations to showcase the project and the city was combined with on the ground direct engagement with local businesses to keep them informed throughout construction and showpiece public events marking key stages in the project’s progression.

During the development of the scheme we added to the plan by identifying a major opportunity for the project to win awards to recognise its success and achievement. DTW then led a workstream focusing on entering and winning national and international awards to showcase it and the city of Sunderland.